SOuthern california edison 
“TIME-OF-USE RATE PLAN”

Background:

In order to make better use of more abundant renewable energy, SCE is defaulting customers to Time-of-Use rates, as mandated by the state. Research studies reinforce that customers are confused about the differences in rate plans and what rate plan they are currently on. Between managing busy homes and work, in a tumultuous local and global environment amid a stressful political climate, it is unsurprising that SCE customers are mostly apathetic about rate plans.

Objective:

Demonstrate success with an increase in awareness of TOU Rate plans amongst the approximately 300,000 customers

​

Single-Minded Message: 

Time-of-Use matters if you want to use more renewable energy.

​

Insight:

We used electric appliances like washer and smart thermostat as devices to be a 'Secret weapon" to have customers use the electricity when renewable energy is plentiful by avoiding the pick hours of 4 to 9 PM.

Creative Message:

Think globally. Act locally. With TOU plan, you're doing good thing to earth.